On Tuesday September 29th, Twitter was abuzz with insights gleaned from Publishing Executive Live: The Evolution Summit, which was hosted in New York City. Over 60 publishers attended the summit on Tuesday to learn how leaders from Rodale, Financial Times, Condé Nast, and U.S. News & World Report are developing smart, data-driven content, reorganizing their companies to meet the challenges of a constantly evolving market, and creating new revenue streams around events, ecommerce, and content marketing services. Here are a few of our favorite tweets from the event.
The summit began bright and early Tuesday morning, but luckily attendees were fueled by coffee and the latest issue of Publishing Executive.
— Michelle Wolfe (@michellemawolfe) September 29, 2015
The event kicked off with a panel titled, “How Publishers are Adapting in the Multimedia Universe.” During that panel, Rodale’s executive director of digital business development Diego Sanchez discussed the implications of the ad blocking movement. Publishers must realize that the widespread adoption of ad blocking technology is a reaction to poor user experience, said Sanchez
— Ellen Harvey (@Ellen_M_Harvey) September 29, 2015
Continuing the ad blocking debate, attendees asked panelists whether the quality of creative for ads needed to be raised.
when was the last time you saw a really good ad in a magazine? in print or online. #pelive15
— Brian Kolb (@BrianKolb) September 29, 2015
Aneel Tejwaney, CTO at Trusted Media Brands (formerly Reader’s Digest Association), responded that the data-driven nature of digital advertising can be at odds with strong creative. Real-time performance data allows advertisers to adjust ads on the fly to achieve their desired response, said Tejwaney.
In another panel focused on new products and revenue streams, leaders from Wired, Foreign Affairs, and The New Republic said that the millennial demographic is a key piece to new revenue generation. All three brands are targeting audience development efforts at millennials to ensure a healthier future for themselves and their advertisers.
— Swid (@swidkid09) September 29, 2015
In that same panel, Wired’s Kim Kelleher explained how the brand’s revenue has shifted significantly from display ads to content marketing services. Some clients don’t purchase display ads at all, said Kelleher, but that doesn’t mean a magazine can’t thrive.
— Publishing Executive (@pubexec) September 29, 2015
Publishing Executive will explore the content marketing services strategies that Kelleher mentioned and new ways media salespeople can provide value to their clients at the Reboot: Radically Transforming Media Sales on November 16th. Learn more about that event here.
And look for more coverage of Publishing Executive Live, including full audio of the event, in the weeks to come.
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.